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SMSMPart 1

FOCUS ON THE CUSTOMER

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SM

PerceivedService

Expected Service

CUSTOMER

COMPANY

CustomerGap

GAP 1

GAP 2

Gaps Model of Service QualityGaps Model of Service Quality

GAP 3

External Communications

to CustomersGAP 4Service Delivery

Customer-Driven Service Designs and Standards

Company Perceptions of Consumer Expectations

Part 1 Opener

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SMGaps Model of Service Gaps Model of Service

QualityQuality

• Customer Gap:• difference between expectations and

perceptions• Provider Gap 1:

• not knowing what customers expect• Provider Gap 2:

• not having the right service designs and standards

• Provider Gap 3:• not delivering to service standards

• Provider Gap 4:• not matching performance to promises

Part 1 Opener

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SM The Customer GapThe Customer Gap

ExpectedService

PerceivedService

GAP

Part 1 Opener

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SMSMChapter 2

CONSUMER BEHAVIOR IN SERVICES

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SMObjectives for Chapter 2:Objectives for Chapter 2:

Consumer Behavior in Consumer Behavior in ServicesServices

• Overview the generic differences in consumer behavior between services and goods

• Introduce the aspects of consumer behavior that a marketer must understand in five categories of consumer behavior:• Information search• Evaluation of service alternatives• Service purchase and consumption• Postpurchase evaluation• Role of culture

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SM Consumer Evaluation Consumer Evaluation Processes for ServicesProcesses for Services

• Search Qualities– attributes a consumer can determine prior to

purchase of a product• Experience Qualities

– attributes a consumer can determine after purchase (or during consumption) of a product

• Credence Qualities– characteristics that may be impossible to evaluate

even after purchase and consumption

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SMFigure 2-1Figure 2-1

Continuum of Evaluation for Continuum of Evaluation for Different Types of ProductsDifferent Types of Products

Clo

t hin

g

Jew

elry

Fur

n itu

re

Hou

ses

Aut

omob

iles

Res

tau

rant

mea

ls

Vac

a tio

ns

Ha i

r cut

s

Ch i

ld c

a re

Tel

evis

ion

repa

ir

Leg

a l s

ervi

ces

Roo

t c a

nals

Aut

o re

pair

Med

ical

dia

gno

sis

Difficult to evaluateEasy to evaluate

{High in search

qualitiesHigh in experience

qualitiesHigh in credence

qualities

{{Most

GoodsMost

Services

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SM

Figure 2-2Figure 2-2

Categories in Consumer Categories in Consumer Decision-Making and Evaluation of Decision-Making and Evaluation of

ServicesServicesInformation Search

Evaluation of Alternatives

Purchase and Consumption

Post-Purchase Evaluation

Use of personal sources Perceived risk

Evoked set Emotion and mood

Service provision as drama Service roles and scripts Compatibility of customers

Attribution of dissatisfaction Innovation diffusion Brand loyalty

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SMFigure 2-3Figure 2-3

Categories in Consumer Decision-Categories in Consumer Decision-Making and Evaluation of ServicesMaking and Evaluation of Services

Information Search

Evaluation of Alternatives

Purchase and Consumption

Post-Purchase Evaluation

Use of personal sources Perceived risk

Evoked set Emotion and mood

Service provision as drama Service roles and scripts Compatibility of customers

Attribution of dissatisfaction Innovation diffusion Brand loyalty

Culture Values and attitudes Manners and customs Material culture Aesthetics Educational and social

institutions

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SMGlobal Feature:Global Feature:

Differences in the Service Differences in the Service Experience in the U.S. and JapanExperience in the U.S. and Japan

Authenticity Caring Control Courtesy Formality Friendliness Personalization Promptness